Intel and McAfee pick Brunswick for acquisition comms

SANTA CLARA, CA: Intel and McAfee's combined communications teams worked with Brunswick Group on media relations and strategy in the lead-up to Intel's announced acquisition of the security software company on Thursday.

SANTA CLARA, CA: Intel and McAfee's combined communications teams worked with Brunswick Group on media relations and strategy in the lead-up to Intel's announced acquisition of the security software company on Thursday.

Communications strategy focused on traditional media relations, though the team did use Twitter to post information and link to articles about the news. It also posted a video with Renee James, SVP and GM of the software and services group at Intel, and Dave DeWalt, McAfee president and CEO, talking about the acquisition on Intel and McAfee's websites and YouTube.

Suzy Ramirez, PR manager for Intel, said: "Things happened fairly quickly, so we were put in a position where we had about a week once we knew the deal was going to close to really pull things together from a communications standpoint." The acquisition is worth $7.68 billion.

For more traditional media relations, each team targeted its usual outlets and reporters: Intel focused on mainstream technology media and McAfee reached out to security trades and outlets. The teams also focused on regional outlets such as The Oregonian and The Sacramento Bee, where both companies have offices.

"We wanted everyone to be assured we weren't going to be laying anyone off, moving offices, or taking away business from these cities that are important to us," Ramirez added. Additionally, Intel wanted to promote the fact that, while it is known for its hardware, it already has a solid software business where McAfee will fit in. McAfee declined to comment further for this article.